Professional Documents
Culture Documents
7. When trying to deliver an advertising message to a professional audience, the medium of trade
journals is most predominantly used.
8. Motorola's worldwide advertising campaign for cell phones is an attempt to provide a common theme
and presentation in all markets including consumers in North America, Europe, Asia, Africa,
Australia, and South America. This is an example of a global advertising campaign.
9. Albertson’s is a retail chain that sells groceries. It has stores in 31 western, northwestern, mid-western
and southern states. It is most likely to use national advertising to reach its target market.
10. The responsibilities of conception, pricing, positioning, and distribution of ideas, goods, or services are
referred to as the marketing mix.
11. To be effective, brand differentiation must be based on tangible as well as intangible differences
between brands.
12. Attempting to develop recognition and approval of a brand over time, direct response advertising relies
on imagery and message themes that emphasize the benefits and characteristics of a brand.
13. Advertising increases levels of consumer purchase of specific brands, which in turn affects gross
domestic product.
14. Advertising is important to marketers because it is the best way dramatize a brand’s values beyond its
physical features.
15. Corporate advertising is intended to create a favorable attitude towards an entire corporation, rather
than any specific brands.
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
ANS: T PTS: 1 DIF: Easy REF: p. 19
OBJ: 1-5
MULTIPLE CHOICE
2. Honda purchases a 30-second television commercial on ESPN to run in a telecast of an NCAA men's
basketball game. The commercial touts the reliability of Honda and its new 100,000 mile manufacture
warranty. This advertising for Honda is all the following except:
a. paid for. c. an attempt to create needs.
b. mass-mediated. d. a communication.
ANS: C PTS: 1 DIF: Difficult REF: p. 6
OBJ: 1-1
3. GM is trying to reinvent the Cadillac brand with new car designs and a new brand story. They
commission an integrated marketing communications campaign using several media. A key
component of their ads is music by contemporary groups like the Teddy Bears and Melikka. GM is
considered:
a. the client
b. the advertising agency.
c. regulatory agencies that control advertising.
d. the audience member who receives a message.
ANS: A PTS: 1 DIF: Easy REF: p. 6
OBJ: 1-1
4. Acme products markets a new line of eco-friendly household cleaning products in Southwest Florida.
To raise awareness and encourage trial, they buy advertising time on cable TV, place full page ads in
women’s magazines, and provide “cents off” coupons via local newspapers. Each new communication
undergoes a review process to ensure that it displays the new “green” brand logo. Acme is doing
which of the following:
a. Segmenting its target audience c. Managing the IMC process
b. Commissioning an advertising campaign d. None of these
ANS: C PTS: 1 DIF: Moderate REF: p. 7
OBJ: 1-1
5. An incumbent senator appears on television, saying that she should be re-elected because she has
brought jobs to the state. Obviously, this effort is mass mediated and is an attempt to persuade. For it
to be considered advertising, which other condition must be met?
a. The claim must be regulated by the Federal Communications Commission.
b. The airtime must be paid for.
c. It must be a public service announcement.
d. The other candidates' opinions must be presented.
ANS: B PTS: 1 DIF: Moderate REF: p. 6
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
OBJ: 1-1
6. CampusTown Foods, a local grocery store, has decided to run a series of advertisements. For this to be
considered an advertising campaign, which one of the following conditions must be met?
a. The advertisements must communicate a cohesive and integrated idea or theme.
b. The advertisements must appear over an extended period of time.
c. The advertisements must appear in multiple media.
d. The advertisements must focus on store products rather than store services.
ANS: A PTS: 1 DIF: Difficult REF: p. 7
OBJ: 1-1
8. According to the model of mass-mediated communication, which of the following statements is not
true?
a. Advertising content is the product of interacting institutions.
b. Advertising content is, in part, a function of the conventions, rules, and regulations of the
media being used.
c. Advertising content is, in part, a function of the advertiser's expectations of its audience.
d. all of these
ANS: D PTS: 1 DIF: Difficult REF: p. 8–9
OBJ: 1-2
9. You and your best friend watch the same television commercial together. You think that the
spokesperson in the ad is quite humorous. Your friend thinks that the spokesperson is just plain stupid.
This is an example of
a. the result of differing content upon viewers.
b. the creation of different meanings based on social and cultural context.
c. an ad that cannot be effective.
d. one person not exercising intent of interpretation.
ANS: B PTS: 1 DIF: Difficult REF: p. 9–10
OBJ: 1-2
10. Titleist, the manufacturer of golf balls, runs a commercial featuring professional golfer John Daly. A
group of people watching the commercial at a country club all interpret the commercial in a similar
manner. When members of an audience share a similar interpretation of an advertisement like this, it is
most likely the result of
a. the content of the commercial.
b. the choice of spokesperson.
c. the similar background and social standing of the audience.
d. the characteristics of the product being advertised.
ANS: C PTS: 1 DIF: Moderate REF: p. 10
OBJ: 1-2
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
11. You have been asked to analyze advertising industry expenditures by target market. You want to start
with the market that is most often targeted by advertisers. You begin by looking at
a. household consumers. c. professionals.
b. government employees. d. members of trade channels.
ANS: A PTS: 1 DIF: Moderate REF: p. 10
OBJ: 1-3
12. You are product manager for a company that manufactures copy machines for offices. Therefore, you
will most likely
a. ignore not-for-profit businesses.
b. use consumer advertising to reach as many people as possible.
c. eliminate government organizations as a potential target market.
d. use both personal selling and advertising.
ANS: D PTS: 1 DIF: Difficult REF: p. 10
OBJ: 1-3
13. In targeting professionals (such as doctors, lawyers, and teachers) with advertising, the advertiser must
be aware that
a. the language and images used in the advertising for this audience often rely on esoteric
terminology.
b. the advertising is best placed in general interest magazines such as Time.
c. members of this audience have broad, generalized needs.
d. there are only common circumstances that members of the audience recognize.
ANS: A PTS: 1 DIF: Difficult REF: p. 10
OBJ: 1-3
14. You have been placed in charge of all promotion for a product that has common appeal in different
cultures around the world. You will most likely engage in
a. global promotion. c. national promotion.
b. international promotion. d. regional promotion.
ANS: A PTS: 1 DIF: Easy REF: p. 11
OBJ: 1-3
© 2011 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Another random document with
no related content on Scribd:
soon after the beginning of the war there was an abnormal increase
of crime in Germany. * * * Juvenile delinquency increased 34 per
cent. in Great Britain when the teachers were enlisted, supplies cut
down, evening schools closed and pupils between eleven and
thirteen years of age went to work, while a half million of the younger
children had little care. The increase of crime was so alarming, the
authorities had to take special measures of prevention. * * * Our
American training camps probably are the best supervised from a
moral standpoint of any in the world. More effort has been made to
keep them decent and free from vice than in any other period of
human history. Yet with all this precaution, it is impossible to
eliminate all the evils connected with life in the camp.”
Col. Sedgwick Rice, Commandant U. S. Military Prison at Fort
Leavenworth, Kansas, said he had received instructions from the
war department to prepare for a large increase in the prison
population, but up to this time he was glad to state no great increase
was manifest. Many of the deserters had left some branch of the
service in order to join some other branch, not realizing that such an
act constituted desertion.
Wallace Gilpatrick described the operation of the Christie House, N.
Y., of which he has been superintendent since 1905. Their work is
not limited to the young men out of prison, as they give help to all
young men in trouble from whatever cause. “The matter of
employment, vital as it is, is not always the first matter to be
considered when a boy arrives at the house. Our first aim is to have
him understand that he is among friends. We make him feel at home
and we ask few questions. After he has recovered from his first
feeling of strangeness, we provide him with a good meal, and clean
linen, perhaps, a complete suit of clothing. When he sees other
young men coming in from their work and engaged in games such
as chess, checkers, billiards, and when he has had an invitation to
participate in the fun, he begins to realize that he has gotten into a
pretty good sort of place.” The superintendent had in the last twelve
years made the acquaintance of about three thousand men who had
availed themselves of the hospitality of Christie House. It had been
impossible to follow their careers but he knew personally that 25 per
cent. of them were making good. He was sure that many more had
been successful who had not kept in touch with the House.
Albert H. Votaw, of Philadelphia, was elected President of this
Association for the year 1918, and Geo. B. Newcomb, Bismarck, N.
D., Secretary.
We saw the men at work in the cane fields cutting, stripping and
piling the cane for the trucks or wagons. The most interesting
proposition was the huge and complete sugar refinery. How the
canes in car loads and wagon loads were carried by the endless
carriers to the huge crushers, and after triplicate crushing the dry
residuum was discharged in the furnaces, how the juice in huge vats
was subject to three chemical processes, how the purified syrup was
then conveyed, all without hands, to the heated evaporators and
centrifugal apparatus, and how the product in the form of hot
granulated sugar, six hours from the time the canes entered the mill,
was caught in barrels at the rate of 400 barrels daily, is a truthful fairy
story whose details we cannot enter upon in this report. Penal Farms
in Southern States have become very popular and successful. From
the standpoint of the reformer, they furnish better opportunities than
the closed prison or the stockade both with regard to health and
morals. The negro problem is in the forefront in their institutions; still
many of us were disposed to believe that the punishments meted out
to those who disobey the rules are too severe and fail to accomplish
the main object of imprisonment which is to endeavor to build up
character not by brute force but by reasonable restraints.
SOUTHERN HOSPITALITY.
The good people of New Orleans fully exemplify that genial and
gracious hospitality which appears to be indigenous to the
Southland.
Courtesies were extended on every hand and there was an air of
friendliness delightful and assuring to the visitors. Four features of
their cordial hospitality deserve special mention.
1. A series of personally conducted walks to the French quarter
and other places of interest.
2. Automobile tours of the city giving the delighted guests an
opportunity to see the beautiful lawns and residences, the parks
and the magnificent live oaks, the cemeteries where the dead
repose above ground, Lake Pontchartrain and its handsome
shore resorts, the splendid drives level as the floor.
3. A steamboat ride on the Mississippi bringing into view the
immense lines of docks and the admirable shipping facilities.
4. A reception at the home of Mrs. G. R. Westfeldt, President of a
Prisoners’ Aid Society. A delightful lunch was served by the
ladies of this society. A picturesque aged turbaned mammy
dispensed pralines. The old home, typically southern, with its
wide verandas, central hall and spacious rooms, lent itself
admirably to the occasion. The company was entertained by
readings, Southern songs and negro impersonations. President
Peyton concluded the entertainment by expressing the
appreciation of the guests for these tokens of southern
hospitality which they realized was neither mythical nor merely
traditionary.
FINAL.
It is fitting at times to ask the questions: what is the reason for our
being, and what should we strive to accomplish? Last year at our
meeting, the speaker outlined informally one thing that seemed to be
desirable and a first step. That was to find out as far as possible
what is being done by the various organizations that comprise our
membership, and report the results at this meeting. A survey of this
kind should at least furnish a starting point for further investigation,
and possibly lead to something along the line of standardizing the
work and reports, so that it would be possible to estimate a little
more satisfactorily the results that have been attained.
A statement of the nature of the investigation desired was placed in
the hands of the Secretary and the assurance given by him that the
necessary work would be done, but it was finally discovered that on
account of local duties and the call to arms, our Secretary was
unable to do as he had intended. The President therefore at a late
date sent out a questionnaire to as many organizations as he knew,
asking that the questions might be answered as fully as records
would admit.
Up to the present date fourteen organizations have responded. The
questionnaire did not cover all conceivable lines, but aimed to
include some of the fundamental things that are being done by most
organizations in the various lines of Prisoners’ Aid Work. These are
Jail and Prison Work; Probation and Oversight; Relief Work, and the
Department of Public Information.
It was not expected that all organizations would have records to
exactly fit into the outline of questions. The replies showed that no
organization had kept records so as to answer all the questions, and
yet each one reporting was able to answer most of them from
records kept, which showed that the things counted fundamental by
most organizations had been included in the questionnaire.
As was to be expected some had kept very few records. Some had
neglected to record facts that seemed to be considered most
important by others. In fact, one officer said distinctly that it had been
the policy of his organization not to keep records of anything except
financial matters, as they did not wish the left hand to know what the
right hand was doing. It is manifest on the whole, however, that there
is an honest attempt to keep a record of the vital things.
The following will give you the list of questions asked, together with a
summary of figures returned:
1. Jail and Prison Work.
Number of Prisoners Assisted 10656
Number of Religious Services held 10955
Number of Prisoners in Audiences 672166
Number of Prisoners Interviewed 86810
Number of Cases Followed Up With Special Assistance 1838
Number of Books and Pamphlets Distributed 129928
FOOTNOTES:
[B]Address of the President of the National Prisoners’ Aid
Association at New Orleans November 18, 1917.
A TEXAS PRISON FARM.
“The city of Dallas has been repaid for every cent it has spent in
establishing the municipal prison farm,” said Finance Commissioner
William Doran, after he had visited the place at White Rock. His
reason for making that statement, he said, was the moral effect the
farm has had on the prisoners.
When city prisoners were worked on the streets under most
outrageous conditions, they ran at every chance and often attempted
to escape from the city jail.
Since being taken to the municipal farm, not an attempt has been
made to escape. Three shotguns purchased by the city for guards
have never been unwrapped. When the men start to work they work
hard, and when they stop for a short rest they return to their work
without being told.
“It is a remarkable sight to see the change in the men,” said Mr.
Doran; “I have watched their improvement from day to day, and it is
wonderful.”
HONORARY MEMBERS.
Maud Ballington Booth (1909) New York City.
Judge Ben B. Lindsey (1909) Denver, Colo.
[†]Frederick Howard Wines (1909)
Judge McKenzie Cleland (1909) Chicago, Ill.
[†]Gen. R. Brinkerhoff (1909)
Z. R. Brockway (1909) Elmira, N. Y.
[†]Prof. Charles Richmond Henderson (1910)
Dr. Hastings H. Hart (1914) New York City.
James A. Leonard (1914) Mansfield, Ohio.
Timothy Nicholson (1915) Richmond, Ind.
Amos W. Butler (1915) Indianapolis, Ind.
LIFE MEMBERS.
[†]Ashmead, Henry B.,
[†]Bailey, Joel J.,
[†]Baily, Joshua L.,
[†]Bartol, B. H.,
[†]Benson, E. N.,
[†]Bergdoll, Louis,
[†]Betts, Richard K.,
Bonham, Eleanor M.,
[†]Brown, Alexander,
[†]Bonsall, E. H.,
[†]Brooke, F. M.,
[†]Brown, T. Wistar,
Brush, C. H.,
Buckley, Daniel,
Carter, John E.,
[†]Cattell, Henry S.,
[†]Childs, George W.,
Coles, Miss Mary,
[†]Collins, Alfred M.,
Coxe, Eckley B., Jr.,
[†]Downing, Richard H.,
[†]Dreer, Edw. G.,
Dreer, Ferd. J.,
[†]Douredore, B. L.,
[†]Duhring, D. D., Rev. H. L.,
Duncan, John A.,
[†]Elkinton, Joseph S.,
Elwyn, Alfred,
[†]Elwyn, Mrs. Helen M.,
[†]Fotterall, Stephen G.,
Frazer, Dr. John,
Frazier, W. W.,
[†]Goodwin, M. H.,
Grigg, Mary S.,
[†]Hall, George W.,
Harrison, Alfred C.,
Harrison, Chas. C.,
[†]Hockley, Thomas,
Ingram, Wm. S.,
[†]Jeans, Joshua T.,
Jenks, John Story,
[†]Jones, Mary T.,
[†]Jordan, John, Jr.,
[†]Justice, W. W.,
[†]Kinke, J.,
[†]Knight, Reeve L.,
[†]Laing, Anna T.,
[†]Laing, Henry M.,
Lea, M. Carey,
[†]Leaming, J. Fisher,
Leeds, Deborah C.,
[†]Lewis, F. Mortimer,
[†]Lewis, Howard W.,
Lewis, Mrs. Sarah A.,
Longstreth, W. W.,
[†]Love, Alfred H.,
[†]Lytle, John J.,
[†]Maginnis, Edw. I.,
[†]Manderson, James,
[†]Milne, Caleb J.,
[†]McAllister, Jas. W.,
[†]Nicholson, Robert P.,
[†]Osborne, Hon. F. W.,
Patterson, Robert,
[†]Pennock, George,
[†]Perot, Joseph,
Perot, T. Morris, Jr.,
Pooley, Fred. J.,
[†]Potter, Thomas,
[†]Powers, Thomas H.,
[†]Price, Thomas W.,
Randolph, Miss Anna,
Rhoads, Joseph R.,
[†]Roach, Joseph H.,
[†]Saul, Rev. James,
[†]Santee, Charles,
[†]Seybert, Henry,
[†]Sharpless, Townsend,
[†]Steedman, Rosa,
Stephens, Emily J. I., M. D.,
[†]Stokes, Wm. C.,
[†]Sulzberger, David,
[†]Thomas, Geo. C.,
Thompson, Emma L.,
[†]Tracey, Charles A.,
[†]Townsend, Henry T.,
Votaw, Albert H.,
[†]Waln, L. Morris,
[†]Walk, Jas. V., M. D.,
Warren, E. Burgess,
[†]Watson, Jas. V.,
Way, John,
[†]Weightman, William,
[†]Weston, Harry,
Wetherell, William Henry,
Whelen, Emily,
[†]Whelen, Mary S.,
[†]Williams, Henry J.,
[†]Williamson, I. V.,
[†]Willits, Jeremiah,
[†]Willits, Jeremiah, Jr.,
Wistar, Edward M.,
Wood, Walter.
[† Deceased]
ANNUAL MEMBERS.
Allen, Clara Hodges,
Allen, H. Percival,
Baggs, Nicholas,
Baily, Albert L.,
Baird, John E.,
Barakat, Layyah,
Barnes, Rev. R. Heber,
Beatty, Robert L.,
Beiswenger, Rev. F.,
Beiswenger, Paul F.,
Belfield, T. Broom,
Biddle, Samuel,
Biddle, William,
Boggs, Samuel R.,
Booth, Henry R.,
Brink, Fred Swarts,
Brinton, Joseph Hill,
Burnham, William,
Butz, J. Treichler, M. D.,
Byers, Joseph P.,
Cassel, Henry C.,
Clark, E. W., Mr. & Mrs.,
Clark, Frederick L.,
Collins, Henry H.,
Collins, Henry H., Jr.,
Colton, Mary R.,
Colton, S. W., Jr.,
Colton, Mrs. S. W., Jr.,
Comfort, Henry W.,
Conard, C. Wilfred,
Cope, Eliza M.,
de Benedetto, Rev. A.,
d’Invilliers, Charles E.,
de Long, Mrs. Mary,
Dewees, J. Harvey,
Dewees, Watson W.,
Dripps, Robert Dunning,
Edmonds, Franklin S.,
Elkinton, Joseph,
Emlen, Samuel,
Fassitt, Mrs. Horace,
Fernberger, Henry,
Fleisher, Samuel S.,
Franklin, Melvin M., M. D.,
Frick, Esther,
Galenbeck, Louis C.,
Garges, Anna K.,
Garrett, Elizabeth N.,
Gerhard, Arthur H.,
Gerhard, Mrs. Arthur H.,
Gerhard, Luther,
Greene, Sallie H.,
Hackenburg, William B.,
Haines, Robert B., Jr.,
Haney, Rein G.,
Hallowell, William S.,
Harding, Miss M. W.,
Harris, Rev. J. Andrew,
Harris, J. Linn,
Hastings, Charles P.,
Heller, Clyde A.,
Hoffman, Jacob,
Kane, Florence Bayard,
Kaufman, John G.,
Kehler, Dr. B. Frank,
Kennedy, Harry,
Koelle, William,
Landis, Dr. H. R. M.,
Lamartine, Rev. Philip,
Latimer, Emilie T.,
Latimer, George A.,
Latimer, Rebecca P.,
Latimer, Rev. Thomas,
Leeds, Austin C.,
Lewis, William Draper,
Longshore, Frank H.,
Lovett, Louisa D.,
Maier, Paul D. I.,
Mallery, Otto T.,
Marshall, Bertha K. C.,
Martin, Hon. J. Willis,
Mayer, Mrs. Henry C.,
McCord, Rufus,
McDole, Charles,
McFedries, Annie,
Miller, Isaac P.,
Minnich, Rev. M. Reed,
Morris, Anna Wharton,
Morris, C.C.,
Morris, Marriott C.,
Morris, William,
Mullowney, John J., M. D.,
Newkirk, John B.,
Newlin, Sarah,
Niles, Henry C.,
Noblit, Joseph C.,
Obermayer, Leon J.,
Oetinger, Albert,
Ohl, Rev. J. F.,
Paisley, Harry,
Platt, Miss L. N.,
Randolph, Mrs. Evan,
Reeves, Francis B.,
Roberts, Owen J.,
Roberts, Chas. W.,
Robinson, Anthony W.,
Rosengarten, Joseph G.,
Roser, William B.,
Schaeffer, Paul N.,
Schoch, Mrs. Parke,
Schwarz, G. A.,
Scott, Norris J.,
Senft, Rev. F. H.,
Shoemaker, Comly B.,
Simmington, Charles C.,
Smallzell, John,
Snellenburg, Samuel,
Spangler, Mrs. M. G.,
Steele, Jos. M.,
Steere, Alfred G.,
Stewart, Henry C.,
Stone, Virginia G.,
Tatum, Jos. W.,
Thesen, Oluf,
Thomas, Mrs. George C.,
Tomkins, Rev. Floyd W.,
Tyler, W. Graham,
Walton, Harrison,
Warren, William C.,
Wallace, Mrs. Anabel,
Wentz, Catharine A.,
Wetherell, George S.,
Wetherell, Mary S.,
Wetherill, Rev. Francis Macomb,
White, Elias H.,
White, Elizabeth Wilson,
Wilkins, George W.,
Williams, Charles,
Yarnall, Wm. S.,
Ziegler, J. W.
INDEX
Acting Committee, Report of, 6
American Prison Association, 93
Annual Meeting, Minutes of, 5
Bequests, 25
Bilibid, 80
Capital Punishment, 52
Commission to Revise Penal Administration, 50
County Prisons, 15
Criminal Code of Pennsylvania, 89
Road-making by Prisoners, 55
Wardens’ Meeting, 26
The Pennsylvania Prison Society was founded under the name
“Philadelphia Society for Alleviating the Miseries of Public Prisons,”
May 8, 1787.
It was incorporated under same name April 6, 1833.
The objects named in the Charter were three:
By order of the Court, the corporate title was changed January 27,
1886, to “THE PENNSYLVANIA PRISON SOCIETY.”
Updated editions will replace the previous one—the old editions will
be renamed.
1.D. The copyright laws of the place where you are located also
govern what you can do with this work. Copyright laws in most
countries are in a constant state of change. If you are outside the
United States, check the laws of your country in addition to the terms
of this agreement before downloading, copying, displaying,
performing, distributing or creating derivative works based on this
work or any other Project Gutenberg™ work. The Foundation makes
no representations concerning the copyright status of any work in
any country other than the United States.